A newly launched law firm needed enquiries from day one while it built an organic presence from nothing. We ran tightly targeted Google Ads around its practice areas for immediate leads and laid SEO foundations at the same time, producing 86 new enquiries and more than £40,000 in case pipeline within months of launch.
The brief
A new firm has no rankings, no reviews history and no referral base to lean on. The partners needed a steady flow of qualified enquiries quickly enough to justify the launch, without pouring budget into broad legal terms that attract the wrong callers.
At the same time they did not want to be dependent on paid traffic forever. The brief was to use Google Ads for immediate results while building an organic position that would reduce reliance on advertising over time.
What we did
We structured the Google Ads account around the firm’s practice areas, with separate campaigns and ad groups for each so that search terms, ad copy and landing pages all matched. Targeting was kept tight on intent and location, with negative keywords added continuously to filter out job seekers, students and unrelated legal queries.
Each practice area had its own landing page with a clear call, a short enquiry form and tracking on both, so we could see which terms and pages were producing enquiries rather than just clicks. Budget moved towards what was converting as the data came in.
In parallel we built the SEO foundations: technical setup, practice area pages written around the terms people actually search for, local signals and structured data. Those pages began ranking within weeks, giving the firm a second source of enquiries alongside the ads.
Why it works
Practice-area campaigns with their own landing pages keep relevance high, which lowers cost per click and raises conversion rate at the same time. Call and form tracking means spend is judged on enquiries, not traffic.
Running paid and organic together means the paid data tells you which terms matter, and the organic work gradually takes over the enquiries you would otherwise keep paying for.
The result
Within months of launch the firm had received 86 new enquiries and built a case pipeline worth more than £40,000, with Google Ads delivering immediate leads and the SEO foundations ranking within weeks to support longer-term growth.
Frequently asked questions
Do you run Google Ads for other law firms?
Yes. We manage Google Ads for solicitors and legal practices across the UK, and we are a Google Partner. We can show how campaigns are structured around practice areas.
How quickly can a new firm expect enquiries from Google Ads?
Campaigns can be live within days of sign-off, and enquiries usually follow soon after. The first few weeks are about refining terms and budget towards what converts.
Should a new law firm do SEO as well as Google Ads?
Usually yes. Ads give immediate leads while SEO builds a position that reduces reliance on paid traffic over time. Running both means the data from one informs the other.
How do you track whether the ads are working?
We set up call and form tracking so every enquiry is attributed to a campaign and keyword, and we report on enquiries and pipeline rather than clicks.
Am I tied into a long contract?
No. We work on rolling monthly terms with no long contracts, and we start with a free audit or consultation.